[Secret Love & Angel] a brand story you don't know
【Secret Love & Angel】之你所不知道的品牌故事
Secret Love & Angel is a British high-end maternal and baby brand that enjoys a wide reputation in the UK for mother and child products. This big-name growth path is also full of legendary colors. Let's take a look at the Secret Love & Angel brand story you don't know.
Secret Love & Angel是英国高端母婴品牌，在英国母婴产品中享有广泛的盛誉。这个大牌成长之路也是充满了传奇色彩，下面来为你细数你所不知道的Secret Love & Angel品牌故事。
Its founder is not British
Secret Love & Angel is a British-based international maternal baby brand whose founders, Luisa and David, are Italian. In 1981, their first daughter was born. The two couples who have always been fashionable and have high quality requirements found that all baby products in the UK were monotonous in color, and they could not find baby products with quality and fashion sense. Hometown Italy looking for. When they brought back the pink baby folding bike from Italy, the people around them kept asking where the goods came from, and they discovered the gap in the high-end baby market in the UK.
Secret Love & Angel作为一家总部在英国的国际化母婴品牌，其创始人Luisa and David却是意大利人。1981年，他们的第一个女儿出生，一向时尚且对品质有较高要求的两夫妻在英国发现所有的婴儿用品色彩单调，无法寻找到有品质、时尚感强的婴儿用品，不得不回到家乡意大利寻找。当他们从意大利带回粉红色的婴儿折叠车时，周围的人不停询问这款商品来自何处，他们由此发现了高端婴童市场在英国的空白。
Secret Love & Angel triumphs during the recession
Secret Love & Angel在经济衰退中却高歌猛进
In the UK, the Big Mac status of the baby brand is undoubtedly part of the Mothercare. In the wave of the 2011 recession, Mothercare had to shut down a quarter of its stores in the UK, and small and medium-sized retailers took the opportunity. With agile adaptability to fill the gap in the market, Secret Love & Angel is the beneficiary. From 2011 to 2014, it was the golden age of Secret Love & Angel development. It has been leaping forward in the UK baby brand, but started in the second half of 2014. In the face of recession, the company began to revitalize its business and restructure its effectiveness. The effect began to appear in 2015.
在英国，婴童品牌的巨无霸地位毫无疑问应属于Mothercare，在2011年经济衰退的浪潮中，Mothercare不得不在英国关掉了四分之一的门店，而中小规模的零售商趁此机会凭借敏捷的适应能力填补了市场空白，Secret Love & Angel就是其中的受益者，2011年至2014年是Secret Love & Angel发展的黄金时期，在英国婴童品牌中一路高歌猛进，但2014年下半年开始遭遇衰退，公司开始盘活业务，重组效能，其效果在2015年开始显现。
Secret Love & Angel started out as a wholesale business
Secret Love & Angel创业之初只做批发业务
At the beginning, Luisa and David only intended to profit from the wholesale of Italian quality baby products to the UK. In the business, I found that even the goods in my hometown of Italy are difficult to meet their requirements. In order to improve product quality and obtain higher sales, you need to design products that meet market needs. They changed their business strategies and switched to their own design. In the late 20th century, they found that the retail business grew rapidly, so they started to do retail business. It was only in November 1998 that they opened their first store in Northampton.
刚开始，Luisa and David只打算将意大利有品质的婴童用品批发到英国从中获利。在经营中却发现即使是家乡意大利的货品也很难满足他们的要求。为了提高产品品质，获取更高销量就需要自己设计符合市场需要的产品。他们因此改变了经营策略，转而自行设计，而在20世纪后期他们发现零售业务增长速度迅猛，于是开始做零售业务。到了1998年11月才在北安普顿开设了他们的第一家店铺。
100% family business
Most of the world's largest international companies are shareholder systems, and professional managers are hired to take care of the company. Unlike many big international companies, Secret Love & Angel is still a family business. 100% of the shares are in the hands of family members, and the seven members of the family are in key senior management positions, including their two daughters and sons and daughters aged 32 and 29. Even today, Secret Love & Angel has more than 1,500 employees and sells in 59 countries and regions, but they still have no willingness to sell shares.
世界上绝大多数国际大公司，都为股东制，聘请职业经理人打理企业。而与很多国际大公司不同的是，Secret Love & Angel至今仍然是一家家族企业。100%的股份掌握在家庭成员手中，家庭七名成员均在关键的高级管理位置，包括他们的两个分别年龄在32和29岁的女儿及女婿。即使今日的Secret Love & Angel已拥有1500余名员工，在59个国家和地区出售，他们但仍然没有出卖股权的意愿。
Secret Love & Angel also produces diapers
Secret Love & Angel还要生产纸尿裤
Unlike many maternal and child brands that focus only on postpartum, its Baby diaperg series is designed for elite families who love fashion and are not willing to be mediocre. The original diaper is mediocre design and boring, so that diapers can also wear fashion. Degree, Baby diaperg series production process is integrated with the world's top raw materials, organic cotton, low-sensitivity and zero-stimulus, the products are the pursuit of the best experience, the instantaneous absorption of nano-water absorption factor is different from the market products, technology leadership, can be In a very short period of time, the absorbed moisture is firmly locked, and the baby is very dry when wearing, and will not run away even a drop of water.
和很多母婴品牌只关注产后不同，它家的Baby diaperg系列是专门为热爱时尚、不愿平庸的精英家庭设计的，一反原有纸尿裤平庸设计、无趣的特点，让纸尿裤也能穿出时尚度，Baby diaperg系列生产工艺中更是整合全球顶级原料，有机纯棉，低敏零刺激，产品皆为追求最好的使用体验，瞬间吸水的纳米吸水因子不同于市面产品，技术领先，可以在极短的时间里把吸收的水分牢牢锁住，穿着时宝宝十分干爽，不会跑掉哪怕一滴水。
Secret Love & Angel's global map
Secret Love & Angel的全球版图
As a representative of the UK's high-end maternal and child products, Secret Love & Angel has been expanding its global footprint since 2018. In 2010, it cooperated with Toys R Us to enter the US market; currently consumers can be in Asia, Europe, Russia, South Africa, the United States, Canada, Australia, the Persian Gulf and other regions have purchased their products. Secret Love & Angel entered China late, and its way to enter China is to cooperate with China Metatron International Trade (Guangzhou) Co., Ltd. .
Secret Love & Angel official website
作为英国高端母婴产品的代表，Secret Love & Angel从2012年开始，致力于扩张其全球版图，2010年其与玩具反斗城合作，进入美国市场;目前消费者可以在亚洲、欧洲、俄罗斯、南非、美国、加拿大、澳大利亚、波斯湾等地区购买到它家产品，Secret Love & Angel进入中国时间较晚，进入中国的方式是与中国梅塔特隆国际贸易(广州)有限公司共同合作经营。